Duluth Trading Company
- Brand Strategy
- In-store Materials
Planet has been Duluth’s agency-of-record since 2010. Annual revenue has grown from $60 million to $800 million during our partnership.
When we began our relationship with Duluth Trading Company, they were a regional cataloger selling well-regarded men’s workwear. While the brand had a quirky essence and point-of-view, it was evident that their marketing wasn’t yet a match for their exceptional products. The people at Duluth were problem solvers at heart, always looking for a way to innovate and tweak their designs to give hardworking folks a pants leg up on the job. Our problem to solve? Find a way to effectively communicate the distinctiveness of Duluth’s products.
Through our Simplify><Amplify process, we quickly learned that for the folks at Duluth, average is always the enemy. That impulse uncovered Duluth’s powerful and simple inherent truth: Poke Average in the Eye. This instinct had always existed at Duluth, and we helped them find the right words to convey it. It also provided the foundation for our attention-grabbing and effective animated campaign, which showed Duluth’s DIY-minded customers that their average-annihilating products are built to help them get things done.
From fixing plumber’s crack, to curing crouchstaphobia, we’ve been helping Duluth communicate their exceptional benefits for over ten years with work that always pokes average in the eye.